The forms that the body allows to sculpt seem to diversify as opportunities to transform their own appearance. Thus, aging seems to escape the desirable body pattern that a contemporary society values. There are many as requirements for a society which expresses meant and establishes relations with the medium to which one wishes to belong. This research aims to analyze how the consumption practices of beauty products for men, seeking to establish relationships between meanings and practices of care. The results bring considerations about the use and forbidden that appear to be limited as practices for the man who show interest in being vain. This includes the prejudice that other men and / or women may come to about any behavior that deviates from the proper attitudes of men. But by way of exception, some men feel ashamed to consume beauty products and services, others seem to fall ill for the ideal of beauty, consume without limits, and when they are not their desires develop physical and emotional illnesses. Finally, in the conclusion, the results provide information that can help the management of operations on how to generate a product (packaging, colors, names and scents) that differentiate the consumption of men and women.